In customer service, understanding and enhancing the quality of interactions between staff and customers is paramount. One of the most effective tools to achieve this is the Behavioural Measurement Score® (BMS®), a specialised metric that evaluates the nuances of service behaviours that significantly impact customer experience. Implementing mystery shopping as a method to measure these BMS® behaviours provides businesses with critical insights that can drive substantial improvements in service quality.
Understanding the Importance of BMS® Behaviours in Service Quality
The essence of BMS® lies in its ability to quantitatively assess the behavioural aspects of service delivery. These behaviours include but are not limited to, friendliness, professionalism, empathy, and proactivity. Each of these elements plays a crucial role in shaping the customer's perception of a brand, influencing not just satisfaction but also long-term loyalty and advocacy.
Recognising the importance of these behaviours is the first step towards realising why they must be accurately measured and cultivated. In industries where competition is fierce, and products are often similar, service quality becomes the primary differentiator. By focusing on enhancing BMS® behaviours, companies can ensure that their service quality stands out, providing a competitive edge that is both unique and difficult for competitors to replicate.
The Role of Mystery Shopping in Measuring BMS® Behaviours
Performance in People provides an indispensable service by objectively assessing how well employees embody behaviours during their interactions with customers. Whether conducted through physical video assessments or recorded telephone calls, mystery shops are meticulously designed to capture a wide range of service interactions, providing a clear picture of how staff engage with customers in real-life scenarios.
This method of assessment is particularly effective because it allows businesses to view their service delivery through the eyes of the customer, unperturbed by the potential bias of internal reviews or the artificial environment of training simulations. All mystery shop recordings are
reviewed and scored internally by trained evaluators to look for specific behaviours that align with the company’s service standards, providing a consistent and reliable measure of performance across different locations and touchpoints.
Using Mystery Shopping Feedback for Performance Improvement
The feedback gathered from mystery shopping exercises is invaluable in enhancing day-to-day performance. Detailed reports from these assessments highlight areas where employees excel and identify opportunities for improvement, allowing management to tailor coaching and training initiatives that directly address the gaps in service delivery.
Moreover, the consistent use of mystery shopping to measure BMS® behaviours builds a culture of excellence and accountability within the organisation. Employees become more aware of the importance of their role in customer interactions and are motivated to display behaviours that meet and exceed service expectations. This heightened focus on behavioural standards ensures that all team members are aligned with the company’s goals for customer experience, leading to a cohesive effort to drive service excellence.
Advantages of Continuous Measurement and Feedback
Continuous measurement of BMS® behaviours through regular mystery shopping cycles offers several benefits;
Benchmarking Progress - It allows companies to benchmark their performance over time and against competitors. This ongoing evaluation helps businesses stay on top of industry standards and continuously strive for higher service quality. Tracking these benchmarks can also reveal trends and areas for improvement that might not be immediately obvious.
Real-Time Improvements - With regular feedback, businesses can quickly implement changes and see the impact of their interventions, allowing for real-time improvements in customer service. This agility enables companies to adapt to customer needs faster, ensuring a more responsive and dynamic service experience.
Employee Recognition and Reward - Mystery shopping provides objective data that can be used to recognise and reward employees who consistently demonstrate excellent service behaviours, thus encouraging a high-performance culture. Publicly acknowledging these efforts can also boost morale and inspire other employees to elevate their performance.
Considering Mystery Shopping Companies for Your Business?
The strategic application of mystery shopping to measure BMS® behaviours is more than just an evaluation tool, it’s a critical component of a company’s ongoing effort to perfect the art of customer service. By focusing on the specific behaviours that enhance customer interactions, businesses can meet and exceed customer expectations, building loyalty and driving long-term success. As the business landscape evolves, the need for superior service quality becomes more apparent.
Companies looking to gain a competitive advantage must consider the role of behaviour measurement in their overall strategy. Mystery shopping companies offer a proven methodology for assessing and improving service behaviours, making them indispensable partners in the quest for service excellence.By investing in robust mystery shopping programs to measure and enhance BMS® behaviours, businesses can ensure they not only keep pace with their competitors but also set new standards in customer service excellence.
At Performance in People, we have developed this award winning methodology which is recognised as being the most effective way to objectively measure and develop the key behaviours that impact most on the customer experience.
Contact us today, to see how we can help you and your business.
